How is branding different than marketing?
Branding is not so much different from marketing as it is an element of marketing. We think of marketing as a tree; the brand is the roots, holding the tree in place and providing constant energy. The leaves are the tactics, reaching in various directions and changing with the seasons, the trunk is the marketing strategy, connecting the brand and the tactics. In this way, brand is positioned as the basis for any marketing initiative.
Building a Brand
Creating a brand involves a process that demands attention to develop and diligence in carrying out to achieve results. While this may seem difficult, the end result of the branding process is the establishment of a system, and a structure that actually simplifies the marketing process.
Our process serves to match the work a company does best with an audience willing and able to buy, and proceeds to develop a program of visual and verbal messages that reflect the experience the company wants to deliver. Branding is about developing a pull rather than a push, identifying a core value that resonates with your audience and attracts the business that is desired.
Effective brand marketing starts by gathering information. What is known and thought now both inside and outside your walls? Do you know who your competitors are and what their brand is? Why do clients choose-or not choose-your company? What do clients value most about your firm? Both quantitative and qualitative information is needed to get a clear picture of your company's, and your industry's, place in the mind of your audience.
Having gathered information, both internal and external feedback is reviewed. It is time to compare the needs that exist in the market with the strengths your firm has or wants to develop. This process identifies the most marketable elements to a given audience, the focus features.
With a clear picture of the features your company can deliver well, and an understanding of who would value these features, key benefits are defined and linked to a feeling, the core value, to create further focus. The purpose of brand is to create a durable connection and build recognition, recollection and referrals.
The visual image, verbal message and experience that will be delivered must be developed to communicate your brand perception. While staff, headlines and images may change from year to year and campaign to campaign; this structure creates a stable base that allows for flexibility without veering off course.
Educate everyone on your brand so that each staff member becomes a "Keeper of the Brand." The biggest problem with maintaining brand is lack of consistency. A new marketing director, eager designer or outside consultant bored with what has been done and wanting to put their own stamp upon the company can quickly derail a brand. While you can't change your logo every year, regular evaluation of the tools employed to convey your message is vital in keeping both your audience and your staff engaged.
Strong roots are needed to keep a tree healthy, and essential in surviving a storm. When growing your brand, be thorough in discovery, objective in the definition of position and consistent in delivery, and the process of building brand will be time well spent in attracting and maintaining the kind of clients that will grow and sustain your business.
About The Author
Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.
The number of complaints to the Federal Trade Commission on... Read More
Branding is very important to a business, whether it is... Read More
Feel that? The crisp tingle in the air? It's fall.... Read More
The quality of your logo can mean the difference between... Read More
A corporate logo design should be highly instrumental in building... Read More
1. It "sells itself." I don't need to market.Okay, you... Read More
A great logo can help a business project a positive... Read More
Sometimes the best inspiration comes from hearing about the deconstruction... Read More
Color is a highly personal experience ? everyone has favorite... Read More
What's in a brand name? Everything! Think of these brands:... Read More
The Federal Trade Commission has an obligation to the general... Read More
The one thing that everyone has in common is that... Read More
Starting Business Secrets will help you to start your own... Read More
In this highly competitive online marketplace, it can be difficult... Read More
As many people know Industry Trade Journals in America have... Read More
The seventh in a continuing series of twice-yearly surveys by... Read More
In this article i will explain how you can make... Read More
Any business with the minimum interest to be successful should... Read More
Your brand is the culmination of everything about you and... Read More
My first year as a Cyberpreneur was a steeplearning-curve. I... Read More
We will discuss Brand Marketing for a minute. In this... Read More
Your logo is the most important graphic element in which... Read More
Companies work hard building the strength of their brands -... Read More
I've been reminded recently, rather forcefully, that not all reality... Read More
Having been in the franchising business all my life and... Read More
Logo, graphic, icon, logotype, typogram, logoform, image?call it what you... Read More
There's been a lot of buzz lately about branding. But... Read More
Like it or not it's who you are. Your corporate... Read More
Over regulation of our free markets is stifling our growth... Read More
Do you want to attract new customers while building greater... Read More
A list of customers who have previously bought from you... Read More
An artist's statement is a statement of ideas and thoughts... Read More
Branding Services is a tactic that marketing executives and managers... Read More
Visual elements are a major part of your business's brand... Read More
Gaining new clients that are excited about developing a corporate... Read More
Companies work hard building the strength of their brands -... Read More
Today, in many organizations around the world, branding is treated... Read More
A great logo can help a business project a positive... Read More
How many times have you heard of seen advertising for... Read More
Parades happen in every big city and many small towns.... Read More
If you had a choice, which one would you choose,... Read More
Like it or not it's who you are. Your corporate... Read More
A successfully positioned business sometimes doesn't win a new client.... Read More
It is important to distinguish between corporate identity, brand identity,... Read More
In the world of marketing, branding issues are always an... Read More
My first year as a Cyberpreneur was a steeplearning-curve. I... Read More
So you've decided to go for it-you're ready to choose... Read More
In a world of co-branding, point of destination strategies and... Read More
Move over pop star "Posh Spice" Adams and English soccer... Read More
As consumers, we don't really think about the importance of... Read More
Branding: it's a term that carries great weight in the... Read More
This is not a how-to design a logo. This is... Read More
Make More Money Making a Name for YourselfCalling all realtors,... Read More
Consumers perceive and accept many brands within a certain trade... Read More
Yes, yes, we've heard it all before... loads of life... Read More
OK, so you took the plunge and purchased your internet... Read More
Having a concise, clear image that you project to your... Read More
In this article i will explain how you can make... Read More
Do you want to attract new customers while building greater... Read More
Brand equity can be defined in many different ways. I... Read More
A corporate logo design should be highly instrumental in building... Read More
Have you ever thought about branding your name? Does the... Read More
Last issue, I talked about increasing your Brand Love-- meaning... Read More
What about me? Are you asking yourself this question? If... Read More
"Can you hear me now?"You'd be hard pressed to find... Read More
As more and more home pressure washers are sold at... Read More
Branding |